All executions supported the “Believability” strategy. DRTV and the Internet were utilised because they provided a forum for long length copy, showcasing demonstrations and capturing testimonials to help build believability consumer to consumer. A NASCAR partnership and racecar was used to heighten visibility. Credibility was further established when driver, Wally Dallenbach endorsed AutoDry in telecasts and PR. All communications showcased the “Tested and approved by Motor Trend” logo and company Guarantee Performance Money Back Offer.

The campaign overcame the “Believability” barrier and was a huge success for Mr Clean’s first foray into marketing directly to men. Awareness and persuasion goals were exceeded by 250% and sales goals were exceeded by more than 40%. By its 12th week, AutoDry achieved category dollar share leadership!